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Explain what you understand by advertising layout, stating the SIX
importance of layout.
Advertising Layout Formats
Advertising layout format explain the look or appearance the layout designer envisage for a particular campaign. He also considers the copy sheet to determine the form which is expected to take. For instance, he ask himself if the layout would be on a single sheet, a folder, a label, a double sheet, a sticker, and so on. When this question is satisfactorily answered, then he moves to work properly. John – Kanem (2006) and Ucheanya (2013) agreed that there exist three basic formats of advertising layout. These include the followings:
i.) Thumbnail or Miniature Layout: Here the designer sketches
his mind’s picture in a sheet to help him develop on it. This experimental stage allows the layout designer to demonstrate his intentions practically. He uses wavy lines to show and represent each copy element. It is the pictorial form of a layout designer’s idea. Furthermore, thumbnail layout format presents the ideas the words will represent, the elements to be used, the relative importance of the ideas and elements and the order of presentation which can be any size.
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ii.) The Rough Layout: This formats exceeds the thumbnail, it is in
a large format but carries more information than it is, in a thumbnail. Rough layout carries the resemblance of a finished work, it consist of the features of a proposed advertisement. In it several draft may be called out for re – work on them, to take care of revisions and changes. The final rough bears resemblance of the finished advertisement but the elements are lettered in hastily and incompletely written. The elements positions are so precise that printer can work with it to compose and make up the advertisement without problem.
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iii.) Comprehensive Layout: This is the finished version of the
rough layout. It shows the precise positions, colors, sizes, shapes etc of the layouts. The ready to launch position of this layout makes it comprehensive. Proofs of composed types are positioned for clients who may want a closer representation of advertisement than is offered by rough layout.
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Figure 1:2. SAMPLE LAYOUT SHEET
ART 2
ART 1
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Harland E.S and William T.P (1992) summerise that thumbnail sketch, as it often is called is simply a sketch of few lines and shapes to show placement of the advertisement’s elements. It is a miniature layout of the headline, copy, illustration, price, and logo type is developed to try out ideas about how the advertisement might be laid out. In making sketch, their concern is to proportion the space appropriately. According to the Harland et al (1992) six basic layout plans accomplish the object of the every print layout format. These are expressed diagrammatically.
Figure 1:3
Layout 1
This area is divided by a horizontal line into two equal parts. The line may be created through the use of while space or drawn border.
38 illustration is placed one side and other advertising element on the other side.
Layout 3
The vertical line left or right, divides the space into one fifths
segments. This layout is often used when several related items can go with a major item featured in the larger space.
Layout 4
The horizontal line at either the top or bottom divides the space into one – fourths segments. Items advertised here may not be related. Usually, a bottom division is preferred.
39 A diagonal divides the space into halves. This layout plan is used when an illustration is of a shape that will not fit into layout plans 1 or 2
Layout 6
In this plan, several vertical and horizontal lines are drawn to make several (6, 9, 12, or more) areas of nearly equal size. This plan is used in omnibus advertisements that include many items which may not be related.
Source: Harland and William (1992: 79 – 80)
SELF ASSESSMENT EXERCISE
Explain what advertising layout format is, with the aid of diagram.
4.0 CONCLUSION
Advertising layout is crafted in design. Design points to the figure or shape the advertisement is projecting in terms of aesthetics. Layout assessment is not complete without its aesthetic appraisal. “A good advertising layout is a combination of a number of advertising design elements such as illustration white space, logo type, trademarks, boarders etc. the elements are blended into a unit of comprehensive advertisement that the maximum effect is achieved” John – Kamen (2006: 177). A layout is prepared to suit the purpose of a guide to printer and other creative team member and whose duty is to produce a complete advertisement.
5.0 SUMMARY
This unit x – rays the concept of advertising layouts; hence, definitions, importance and types of layout were examined to give a comprehensive understanding of the subject matter. The types of layout that were
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comprehensive layout. These three varieties are layers of improvement in the layout process. A diagrammatic example of a typical layout was drawn to aid quick understanding of the concept. Ultimately, six basic layout plans that helps to achieve the objective of every print media, especially, newspapers and magazines were explained with the aid of diagrams.
6.0 TUTOR – MARKED ASSESSMENT
Define advertising layout
List and explain 3 formats of advertising layout
Sketch a sample of an advertising layout
7.0 REFERENCES / FURTHER READINGS
George E. Belch and Michael A. Belch (1995). Introduction to advertising
and promotion: An integrated marketing communications
perspective, McGraw – Hill publication, U.S.A
Harland E. Samson and William T. Price Jr. (1992).Advertising planning and Techniques. South – Western publishing Co., U.S.A, Cincinnati. John – Kamen, A.U (2006). Advertising: Genesis, Evolution, Principles,
Practice. Snap Press Ltd. Nigeria, Enugu.
Ucheanya, C.U (2013). Principles and Practice of Advertising: A new perspective. Jubes – Evans Book and publications. Nigeria, Niger - State.
MAC 332 MODULE 2